The Drum Awards for Marketing - Entry Deadline

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Client: Smirnoff
Date: Jul 2019
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Smirnoff has launched a campaign in New Zealand that to aims to help Kiwis discover the different kinds of music in their neighbourhoods.

The campaign, called The ‘Smirnoff Pure Sounds Like’ and created by YoungShand, hosts playlists on a website called Smirnoff Pure Discovery that were created through artist collaborations, with the likes of Nouri, Theia and Devilskin, representing their hometowns.

For smaller cities and suburbs, the Diageo-owned brand tapped into Spotify listener data, pulling the top tracks from each area.

It also wants the website to be a platform for up-and-coming artists as well as established artists to extend their fanbase.

The campaign is supported by location-specific digital and social communications, targeted Spotify radio ads and out-of-home stickers users can scan to discover their local playlist.


Client - Lion New Zealand

Senior Brand Manager - Simon Warren

Assistant Brand Manager - Sophie McLeay

Agency – YoungShand

Creative Director – Anne Boothroyd

Creative Director – Scott Maddox

Strategy Director – Jesse Kelly

Copywriter – Erin Mattingly

Art Director – Jack Wadham

Account Director – Tymon Rackley

Account Executive — Kirsten Bray

Executive Digital Producer – Kat Cox

Content Producer - Kereti Kanawa

Designers – Marty Goldschmitz & Elliot Oxborough

Developer — Chris Alwin

Photographer/Videographer — Alex McVinnie

Other Credits:

Media Agency — Zenith

Andrea Long — Group Business Director

Iris Millington-Bree — Planner/Buyer